SOME OF THE SOCIAL MEDIA BLUNDERS IN INDIA

In one of my earlier posts, I have mentioned about some of the most successful social media campaigns of India done beautifully by some very good brands such as National Geographic, Oreo and Signature. There were many more brands which did a fairly decent job in terms of the campaigns. In this post, I am going to talk about some of the unsuccessful social media campaigns happened in the past years within India. I will also mention about some of the most illogical blunders done by very famous established brands at social media.

#agarmakadudhpiahaito BY FORTIS HEALTHCARE

When you’re celebrating a Breast Feeding Week, you don’t come up with hashtags spewed by villains in 80s. But Fortis did. Mamma Mia, an initiative by Fortis Healthcare, decided to celebrate that Breast Feeding Week by asking it users to tweet using #AgarMaKaDudhPiaHaiTo. But you wouldn’t mess it up further like Fortis did. As it spawned negative reactions, they came up with a lame apology that their account was hacked. Serious dearth of reputation management! How can a mature brand like Fortis can do such a blunder at Social Media. Looked like one of the kids designed the social media campaign for them and then came up with the excuse that it was not him.

DISCOUNT CONTEST BY BURGER KING

Burger King made an epic miscalculation when they came up with a Facebook “Whopper sacrifice” campaign that asked their fans to grab a discount by ‘unfriending’ 10 friends. Burger king offered a free hamburger to anyone who severed the sacred bonds with 10 of the friends they had accumulated on Facebook. Facebook soon came forward and asked them to withdraw the campaign which was a serious damage to their business model. However, almost 234,000 friends were terminated by the fans by then and created criticisms elsewhere in social media.

VOLKSWAGEN VIBRATOR CAMPAIGN

When Volkswagen India’s print campaign which had a small vibrator box pasted to their print ad received widespread criticism, they made matters worse in Twitter. When people started tweeting in absolute mockery, portraying the ‘vibrator’ campaign to be a women’s favourite, the company lashed out in a tweet that “women would be dumb to call it a vibrator. Or maybe they do not understand real driving experience. #PunIntended #Volkswagen #Creative”. The company was forced to take down the offensive tweet and apologized and then later came the same old excuse: Our Twitter account got compromised. We are investigating the issue. It is difficult to understand how these mature brands can hire such immature people who just post anything on the company’s official social media account. Is there no screening happening for each of the social media communication?

‘Like’ a tweet? – INOX

Character limitations in Twitter tend to create typos. But, does it create things that don’t belong to this micro-blogging platform? INOX, in one of its tweet promotions asked the followers to like a tweet. How can your social media manager mix Facebook with Twitter. Similar thing was done by Ford Fiesta, when one fine day it posted on Twitter “A very good morning everyone. Hit like if you had a fun weekend!”. These are silly mistakes which lot of brands are doing these days, probably because either the social media managers are not serious enough, or the brand is not serious enough towards its social media communication.

ADVANI’S POLITICAL CAMPAIGN

Indian politician Lalchand Kishan Advani, tried to position himself in lines of Obama as a ‘change agent’.  He spent an average of Rs. 250 crores for his genuinely pathetic ad campaigns. He literally targeted all the Indian sites with his aggressive Adwords. Perhaps, while promoting himself insanely he forgot that ‘Advani is not a new product on the market’ which needs crazy branding!

Instead of connecting to the people online in a non-intrusive manner or mobilizing the bloggers to write about him, he preferred spamming the sites of the whole wide India.  His blog also didn’t seem to appeal to the audience much and he failed both in the elections, and on social media.

One of the famous Indian blogger writes about Advani’s campaign as follows:

“We saw Advani becoming Ad -Vani with his aggressive adwords campaign targeting every indian site. At one point there were only his ads on every site we browsed.  The first and foremost reason it failed – We hate Ads.”

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HOW SHOULD ONE CALCULATE THE ROI OF SOCIAL MEDIA CAMPAIGN?

In my earlier posts, I have been talking about social media trends, different social media campaigns, some of the best and worst social media campaigns of India, but never discussed how these brands measure the success of social media campaigns. Of course there would be some ways, in which companies define their social media campaign strategies, goals and ROI.

There are hundreds of different ways to measure social media, which makes it kind of difficult to wrap your mind around. To help with that, social media metrics can be broken down into three different categories.

  • Quantitative Metrics: These are the metrics that are data-intensive and number-oriented. You can really get overloaded with different metrics here, so the trick is to pick the key metrics that most influence your business and not get bogged down with the rest. Those metrics might include unique visits, page views, followers, demographics, frequency, bounce rate, length of visit or just about any other metric that’s specifically data-oriented.
  • Qualitative Metrics: These are the metrics that have an emotional component to them. For example, if 75% of the people who mention your product online call it “cheap” and only 25% call it “inexpensive,” that’s a qualitative metric that has an impact on your business. There are several companies that provide in-depth analysis of the qualitative metrics online. Some of these include RapLeaf, Nielsen and Adobe Online Marketing Suite.
  • ROI Metrics: In the world of social media, all roads should lead to ROI. After all, during business hours, social media isn’t just about being social, is it? We’re doing it to make money. And if you track what percentage of people you converted from a prospect to a customer on your e-commerce site, or how many people you converted from a prospect to a client on your B2B website, then you’ll be able to measure the success of your social media campaign on an ROI basis.

In any marketing campaign, first thing any business head or CFO asks from the marketing department is ROI. Let’s look at some of the ways ROI of social media campaigns is calculated.

DEFINE BUSINESS GOALS & CONNECT WITH SOCIAL MEDIA ROI

The first step involves setting social media goals that complement existing business and departmental goals. If you have set a specific number of leads you’re trying to attain this quarter, set the number of leads you want to specifically be driven by social media. For example – If one of your goals is to increase landing page conversion by 10%, ensure that you’re tracking the conversion rate of people who land on the page through social channels. If your goal is to increase unique page visits, make sure you have necessary tracking codes installed in each of your site pages.

To demonstrate social media’s value, you need to measure social media ROI as it relates to your broader business goals.

Key examples of social media metrics to track include:

  • Reach
  • Site traffic
  • Leads generated
  • Sign-ups and conversions

SELECT SOCIAL MEDIA TOOLS TO MEASURE CONVERSION AS DEFINED IN BUSINESS GOALS.

Once you’ve established your social media goals, you’ll need to identify and implement the tools and processes required to measure the ROI on your social media. This may involve adding tracking codes to URLs, building custom landing pages, and more.

There are a variety of social media analytics tools which service to track the diverse metrics you are after. Here are some to consider:

Google Analytics: Track website traffic, on-site conversions, and sign-ups originating from social media campaigns.

Hootsuite Analytics: Hootsuite offers a variety of analytics tools to help you track your reach, conversions and more. A few noteworthy examples are:

  • uberVU via Hootsuite will help you identify your share of voice within your industry on social media, your reach, sentiment around your brand and much more.
  • Custom URL parameters allows you to track which social networks and social messaging did or did not drive traffic to your site, blog or landing page.
  • Hootsuite Analytics Reports offer quick snapshots of your reach through metrics like follower growth, total daily URL click-through and per-post stats for Facebook, Twitter and more.

MONETIZE YOUR CONVERSIONS & CALCULATE ROI

Using the analysis, historical data, goals defined, and engagement level, actual conversions can be calculated by different analysis. In case of non revenue generated conversions, a monetary value can be assigned to each of the conversion. Hence, this is the most important step, as each conversion and goal has to be assigned a monetary value to calculate the return / revenue from the social media campaign.

Now use the return calculated from the above step to calculate ROI from the formula –

ROI = 100 * [ ( Revenue – Cost ) / Total Investment ]

Now, using the above formula, you can access the actual ROI of the social media campaign.

HIGHLIGHTS OF SOME OF THE SUCCESSFUL SOCIAL MEDIA CAMPAIGNS OF INDIA

With more than 100 million users on Facebook and 18 million on Twitter, India is increasingly experiencing a growing number of social media campaigns every year. There were some very good social media campaigns over the last 2 years and I would like to highlight few of my favourites.

NARENDRA MODI’S SOCIAL MEDIA CAMPAIGN FOR 2014 PARLIAMENTARY ELECTION.

 

According to me, PM Modi’s campaign was the most successful social media campaigns in India so far that made him victorious. It was the first election where social media played such an important role and became a direct means of information and engagement across the country. Undoubtedly, this was India’s first election with such large-scale usage of technology, open-access internet platforms to connect, build conversations, share, mobilize opinion, and citizen action.

There were 58m tweets related to the elections between the start of 2014 and the announcement of Mr Modi’s victory, according to data published by Twitter India, with more than 2m posted on results day itself, estimates which were based only on popular search terms and may well be a vast underestimate. Such was the effect of his social media campaign that International press crowned him the title of “The Social PM” after his victory.

From Google Hangouts to social networks, Mr. Modi used a variety of online tools to gauge public opinion during his campaign and the same strategies are being used now to build consensus while in government. And that resulted in his victory, as he chose his audiences well for social media marketing. More than 40% of the voters were first time voters in 2014 election and most of the crowd was from young generation.

To look at some facts, among politicians, Mr. Modi ranks second behind only Barack Obama in number of fans of his official Facebook page (Mr. Modi has 21.8 million and counting). No other political leader is even close. His Twitter account and that of his office are among the fastest growing among politicians and elected officials worldwide. Among public figures who have some political sway, he trails only Mr. Obama, the Dalai Lama and Pope Francis in Twitter followers, with 6.62 million

NATIONAL GEOGRAPHIC INDIA’S “MY NAT GEO COVERSHOT

With over 10 million fans on the Facebook page, Nat Geo India decided to promote their show CoverShot through a ‘My NatGeo Cover Shot’ contest on Facebook. Participants could experience the thrill of having their photo as a NatGeo magazine cover. Followers had to upload their photos and caption it, entering them in the contest through the Facebook app to create a virtual cover page. They also had the chance to win travel packages. This garnered over 18K photos. This earned National Geographic 3.8 million additional likes even though it wasn’t a requirement for the contest.

The USP of the campaign was that participants could download this image as well as share it on Facebook and Twitter with their friends and followers. Every week participants with the best shots were announced as winners on the show. Thanks to the contest the FB page currently has 13.8 million likes even though there was no need to ‘like’ the page to be able to participate.

The campaign success could be measured by the fact that Nag Geo India had launched the contest again – Nat Geo Cover Shot 2, which had already received more than 13k likes so far and still counting.

OREO DAILY DUNKS AND DUNKATHON

Oreo India launched a Facebook-led social media campaign which made them the fastest growing Facebook pages in the world at that time. The brand created content units which connected it with an important event of the day on which the post was made.

For example, on June 21, it posted a visual update reminding people that it was the longest day of the year, an obvious fact. But to connect it with the brand, it used a stretched pack of Oreo biscuits.

The first thing you notice about the posts is the use of the product and its packaging as a visual device to explain the event that it talks about in the post. For example, in the following image, posted on June 06 when Tetris (the famous video game) was released, an Oreo biscuit has been broken into small pieces to resemble Tetris blocks. Later on, Oreo India also took its ‘Daily dunks’ initiative to the community by launching Dunkathon.

The brand should be considered an example in the way it used Facebook to spread interesting content. Oreo India’s Facebook page has taken its cue from Amul’s print campaign and created content units which connect the brand with an important event of the day on which the post is made.

Another thing that we noticed in all the posts is the use of hash tags. The brand’s hashtag, #DailyDunks, was not the only one being used, but it also piggybacked on the hashtag relevant for the days. For example, it used the hashtag #DoctorsDay on July 01 with a relevant image to celebrate Doctor’s Day. The use of these varied hashtags acted well to amplify its reach.

The other most important thing was the use of the concept of Daily Dunks to set the frequency of the posts it made during the campaign. Contrary to the advice given by almost all social media experts, Oreo India made just one post on its Facebook Wall in a day, during the campaign, with the exception of some odd days when it made more than one posts. And that completely made the difference. The same post, photo, hashtag got shared thousands of times across social media creating enormous brand image and awareness.

SIGNATURE SELFIE CAMPAIGN

‘Brand Signature’ is all about glamour, style and making an impression. The brand has been continually associated with fashion shows and celebrity fashion icons, within India and globally, influencing fashion experts and budding fashionistas.

To tap into this community of young trendsetters, Signature launched a two-month long campaign purely through a mobile app – the Signature Selfie app. Designed for and targeted at the 18-32 age group, urban, fashion conscious consumers, who are regular users of apps, social sharing and websites, the campaign provided them with a platform to showcase their ‘Signature Style’ and also win in the process.

Signature roped in fashion photographer Atul Kasbekar to select the most stylish signature selfie and teamed up with digital agency Experience Commerce to execute the same. While the top five most voted selfies won prizes every week, one of them won a private portfolio shoot with Atul.

The ‘Selfies’ app mirrored the bold concept of self-expression, positive narcissism, the culture of self-love and creative identities. But while, Selfie is a cultural phenomenon – it wasn’t just any selfie; it was the ‘fashion’ selfie branded as – The Signature Selfie’.

The idea was to enable every individual to take a fashionable selfie and easily share it. One had to sign up with Facebook or Twitter to get started on the app. The innovative 5-second timer made it easy to pose and just have enough time to give it your best pout

Atul Kasbekar and the model and actress Lisa Haydon launched the campaign at the Signature Fashion Weekender at Mumbai – with a YouTube release of his video tips and the campaign website launch.

In the next few weeks, the app for iOS and Android was launched and Selfies took off on social media. Each week was about a theme to express in – ‘Make an Impression’, ‘Shades of Glasses’, ‘Play Hard’ and ‘Party Shots’. Inspiring content was created by leading fashion bloggers and curated from the latest trends in the world ove

The campaign gained traction from the word go and was a big success with more than 16,900 entries and 29,614 page views. The users appreciated the technicality of the app calling it an “incredibly convenient” way to take better pictures.

For the two months that the campaign ran, the app saw a total of 29.2K iOS downloads and 45,181 Android downloads. Thousands participated and the number of selfies clicked and uploaded reached over 9500, with voters frantically voting for their favourites. Total number of votes reached around 17,000 with the winner receiving over 200 votes.

THE BATTLE BETWEEN CONVENTIONAL MARKETING VS SOCIAL MEDIA MARKETING

Both traditional and digital practices share similar goals – attracting qualified customers and building brand awareness in your market. The right mix of digital and traditional marketing is better than the sum of its parts. Some businesses think of digital and traditional marketing as being at odds with each other, but in fact they can complement each other to meet your goals and get the best possible results.

Social Media has changed the way marketing is utilized. The ubiquity of platforms like Twitter means that social media has become a basic pillar in brand communication. However, the focus is not conveying a brand message, but understanding your audience and using the information gathered to ultimately generate a ROI.

Social media is often misunderstood and is deemed to be supplementary to traditional media. Sports fans are more loyal than any other consumers, making it even more crucial for brands in the industry to communicate with their fans, something that social media provides the perfect opportunity to do with its real time nature.

SOCIAL MEDIA CONVENTIONAL MEDIA
TWO WAY CONVERSATION ONE WAY CONVERSATION
OPEN SYSTEM CLOSED SYSTEM
TRANSPARENT OPAQUE
ONE-ON-ONE MARKETING MASS MARKETING
ABOUT THEM ABOUT ME
BRAND & USER GENERATED CONTENT PROFESSIONAL CONTENT
AUTHENTIC CONTENT POLISHED CONTENT
FREE PLATFORM PAID PLATFORM
METRIC: ENGAGEMENT / CONVERSION METRIC: REACH / FREQUENCY
ACTORS: USERS / INFLUENCERS ACTORS / CELEBRATORS
COMMUNITY DECISION MAKING ECONOMIC DECISION MAKING
UNSTRUCTURED COMMUNICATION CONTROLLED COMMUNICATION
REAL TIME CREATION PRE-PRODUCED / SCHEDULED
BOTTOM UP STRATEGY TOP-DOWN STRATEGY
INFORMAL LANGUAGE FORMAL LANGUAGE
ACTIVE INVOLVEMENT PASSIVE INVOLVEMENT

 

Traditional and Social Media marketing are two completely different processes that need to be understood separately. The funnel for social media marketing is the opposite to traditional marketing, with the former looking to find new customers through word of mouth and through the recommendation of retained and loyal ones.

SOCIAL MEDIA MARKETING: The process of attracting consumers through word of mouth:-

KEEP -> CONVERT -> FIND

CONVENTIONAL MARKETING:

FIND – > CONVERT – > KEEP

STRATEGIC DIFFERENCE OF SOCIAL MEDIA VERSUS TRADITIONAL MEDIA

TRADITIONAL MEDIA

Social media is really a paradigm shift or change in world view rather than simply a new set of tactics.

Traditional media relied heavily on a one-to-many paradigm — the brand creates a message and transmit that message to the masses through broadcast, print, radio, or signage. Traditional media is a one-way communication system that doesn’t create engagement or work toward promoting word of mouth — the hallmarks of social media.

Why should brands care about engagement and word of mouth?

Because consumers don’t believe brands.

Now, maybe at one point consumers DID believe brands, but they don’t anymore. Will that toothpaste make your teeth whiter, that laundry detergent make your clothes brighter, that fertilizer make your grass greener that competitors? After years of testing out your claims, the consumers have found too many of them lied, so the consumers have become immune to your propaganda.

And, your generic message shows you don’t really care about ME and it doesn’t give me a way to talk back to you. I am a passive consumer of your message, which doesn’t really provide strong motivation for me to get out there and do anything, let alone buy your brand.

Because I can’t talk back, you never learned I would love your brand if it only came in a smaller (larger) size, a different color, or was simpler (had more features). You brand failed because you didn’t know what I wanted, so you didn’t give it to me.

SOCIAL MEDIA

Social media (done right) gives all this because it’s inherently a two-way communication system.

Rather than getting brand messages, it can get recommendations from friends in the form of reshares and recommended posts, which de-commercializes the brand message. De-commercialization, while a mouthful of a word simply means that brand messages no longer carry the patina of the brand, but reflect the endorsement of your friends.

An example may help.

If you’re old enough to remember when you used to go to the store to rent videos, you likely experienced de-commercialization. Remember, you’d wander aimlessly through the wall of new releases looking for something to rent. Someone (often a perfect stranger) would walk up behind you and recommend one of the titles. Now, even through you might not know the person, you give their recommendation serious consideration because you value their opinion a lot more than the movie studio or some professional reviewer.

Social media exists to create word of mouth advertising by encouraging reshares that not only amplify their message (thus increasing reach), but make brand claims more believable. And we know word of mouth is much more powerful than traditional brand messages. According to Nielsen, 92% of consumers believe word of mouth more than traditional advertising.

Of course, this is nothing new. Marketers always knew word of mouth was much more powerful than brand messages. In the days of traditional media, however, you didn’t really have the tools to generate word of mouth. Sure, you could use catchy jingles and bizarre images in hopes people would talk about your brand, but generating word of mouth from commercials was hard to control, develop, and measure.

Done right, social media consistently generates word of mouth.

CONTENT MARKETING IN SOCIAL MEDIA VERSUS TRADITIONAL MEDIA

TRADITIONAL MEDIA

In traditional media, content marketing consists of messages that are carefully planned and executed by teams of highly trained professionals. The brand spends huge amounts of money crafting these messages and much more distributing them (the average Super Bowl ad in 2014 was $4 million for each 30 second spot).

Due to the lead time necessary for traditional advertising, brand messages aren’t very flexible — they don’t change often, media buys are committed far in advance, and brands can’t easily adjust to take advantage of new opportunities.

CONTENT MARKETING

Content marketing is often constructed on the fly, with a relatively short lead-time and flexible schedules. Even with a good content marketing calendar, flexibility to pop in a new message or replace an existing piece of content if it no longer fits exists. Of course, sometimes this backfires, such as when brands jump on a disaster by promoting their brand.

Content marketing is you focused, not brand focused, which is a big difference between social media versus traditional media.

Creating content your target audience loves and curating content from other sources on a consistent basis is challenging and expensive. Likely, the future holds more increases for content marketing and outsourcing more common just as most brands currently outsource traditional media. Content marketing is both art and science better left to those focusing full-time on such endeavors.

COMPARISON OF TRADITIONAL MARKETING WITH DIGITAL MARKETING

  • Digital marketing is a very economical and fast way to promote your service/product/brand compared to the more expensive and time-consuming process of traditional marketing. A well-executed digital marketing strategy, for a reasonable monthly investment, can help your business level the playing field and compete against larger competitors. Often, a television campaign is outside the budget of most small businesses, and even a hard copy brochure printing can be pricey. Digital marketing scales … you can do as little or as much as you want to meet your budget.
  • On the Internet, most of the time people can choose what to look at. Traditional marketing is usually forced upon someone – through your screen, mail or radio – which might not put people in the right mood to buy. Digital marketing is typically non-intrusive. Online, people have the choice to opt in or out of communications, and often it is relevant because they were the ones searching for it in the first place.
  • Digital marketing has the ability to go viral. Using social media shares enables your message to be shared incredibly quickly.
  • Online is measurable. It’s not easy to know how many people heard your radio spots or read your newspaper ad, but you can find out exactly how many times your digital marketing messages were displayed and clicked, which web pages they visited and how long they stayed on your website. Not only is measuring the success of your digital campaign easy, you can get real time results and have the ability to modify the campaign to get the desired results.
  • Digital is very useful for obtaining worldwide visibility in a much easier manner than traditional. But, it is also possible to tailor a digital campaign to reach a local audience only.
  • 24/7, year-round exposure with digital marketing which is not possible using traditional methods. You can reach an infinite audience.
  • Return on investment (ROI) in a very short period with digital marketing.
  • Interactivity with traditional practices is obviously absent. You are throwing information in front of people and hoping that they decide to take action. Digital utilizes social channels to increase engagement and interactivity. There can be plenty of direct contact between the audience and the business resulting in some very valuable feedback opportunities.
  • You won’t find a better medium for building relationships with customers than through digital marketing. Traditional marketing is typically done one way. Digital marketing is a two-way street where the audience can contact you with messages, email and comments (social media). Using digital medium, you can interact with your customers on a personal level. Building relationships with your customers is very important, especially if you want customer loyalty.
  • Traditional marketing offers a tangible product for your potential customer to hold and look at, and can reach people who don’t use the Internet or social media. But, the number of worldwide Internet users in 2014 is a whopping 2.92 billion of the 7.17 billion people in the world today.
  • You can target digital marketing. With a mail or television campaign, it’s difficult to target people who are actually interested in your business – meaning your message falls on a lot of deaf ears. Digital marketing lets you start up a conversation with the people who actually care about your products/services.


CONCLUSION

THINK OF TWITTER AS AN ELEVATOR PITCH

An elevator pitch is a short summary used to quickly and simply define a product, service, or organization and its value. The term stems from the marketing approach when meeting a prospect in an elevator and trying to sell them on something before they reach their destination floor and exit.

One famous elevator pitch can be seen in the movie “Working Girl,” starring Melanie Griffith and Harrison Ford. Griffith is given the chance to convince a corporate executive during a brief elevator ride that she was the originator of a business idea and not her boss. Her pitch worked.

Think of Twitter as an elevator pitch, only with one floor to sell someone on an idea (Facebook is also an elevator pitch platform only you have more “floors” to work with.)

THINK OF FACEBOOK AS A PLACE OF DEEPER ENGAGEMENT

Facebook also offers a great platform to reach consumers, but it is harder to get “likes” for you business page than it is to get followers in Twitter and you will have to work to encourage and engage your audience.

But Facebook allows you to share a lot more information at a glance than Twitter does. You can imbed images, videos, and even create interactive pages. Facebook is also a great place to offer colorful coupons, article excerpts, and incentives such as “like” our page and get 10% off or we will “like” you back.

The bottom line is that, when compared, they really cannot be compared. The best way to take advantage of social networking is to use both Facebook and Twitter and treat each as a separate entity with the potential to reach markets in very different ways.

TWITTER VS FACEBOOK MARKETING

According to a recent survey on predictions about social media use for small businesses, one of the biggest prediction states that small businesses will get more selective about their use of social media and the sites they have a presence on. So what about the top social media networks, Facebook and Twitter? If you have limited time and resources and can only devote your time to one site, which is best for your biz? The battle between Twitter and Facebook to gain the maximum wallet share of marketers will continue, but the choice for marketers still remains difficult. Which platform to choose? Though both platforms are hot for social media marketing these days, can we really justify which one is better? We really can’t comment and say that one of them is better than the other but what we can really do is – identify the advantages and disadvantages of both the platforms, the choices available at each platform, the opportunities each platform presents, under what circumstances and why we should prefer to use one platform over the other and so on.

Facebook allows for some useful targeting, with a variety of expressed and implied interests available as options for targeting its users, and it has worked hard to improve its ad platform since its IPO last year.

Still, although 85% of marketers polled at the beginning of 2013 by AdAge said they use Facebook as a marketing tactic, among them just 61.5% said they have used it for advertising. Facebook’s Sponsored Stories ad product gets rave reviews from some, yet less than 30% have given it a shot.

Twitter, on the other hand, offers a variety of “Promoted” products—Tweets, Accounts, and Trends—and worked hard at improving its self-serve platform in the year prior to its broad rollout in April 2013. Yet, again, results are mixed, and it seems Twitter still has a ways to go as an advertising platform.
Let’s look at some of the statistics and figures available to us regarding Facebook and Twitter.

Facebook Statistics Data
Total number of monthly active Facebook users 1,310,000,000
Total number of mobile Facebook users 680,000,000
Increase in Facebook users from 2012 to 2013 22 %
Total number of minutes spent on Facebook each month 640,000,000
Percent of all Facebook users who log on in any given day 48 %
Average time spent on Facebook per visit 18 minutes
Total number of Facebook pages 54,200,000
Facebook Demographics Data
Percent of 18-34 year olds who check Facebook when they wake up 48 %
Percent of 18-34 year olds who check Facebook before they get out of bed 28 %
Average number of friends per facebook user 130
Average number of pages, groups, and events a user is connected to 80
Average number of photos uploaded per day 205
Number of fake Facebook profiles 81,000,000
Global Facebook Reach Statistics
Number of languages available on the Facebook site 70
Percent of Facebook users who are outside the United States 75 %
Number of users who helped translate Facebook 300,000
Facebook Platform Statistics
Average number of aps installed on Facebook each day 20 million
Total number of apps and websites integrated with Facebook 7 million
Every 20 Minutes on Facebook
Links shared 1 million
Friends requested 2 million
Messages sent 3 million
Facebook Company Statistics Data
Total number of Facebook employees 4,619
Total 2012 Facebook revenue $5,090,000,000
Total 2013 Facebook revenue $6,150,000,000

Source: http://www.statisticbrain.com

 

Twitter Company Statistics Data
Total number of active registered Twitter users 645,750,000
Number of new Twitter users signing up everyday 135,000
Number of unique Twitter site visitors every month 190 million
Average number of tweets per day 58 million
Number of Twitter search engine queries every day 2.1 billion
Percent of Twitter users who use their phone to tweet 43 %
Percent of tweets that come from third party applicants 60%
Number of people that are employed by Twitter 2,500
Number of active Twitter users every month 115 million
Percent of Twitters who don’t tweet but watch other people tweet 40%
Number of days it takes for 1 billion tweets 5 days
Number of tweets that happen every second 9,100
Twitter Annual Advertising Revenue Revenue
2013 $405,500,000
2012 $259,000,000
2011 $139,000,000
2010 $45,000,000

Source: www.statisticbrain.com

SIZE AND REACH

Yes, Facebook has more than double the active users of Twitter, but their algorithm determines which content you see in your news feed, and how often in a given period of time. This can make it more challenging for your audience to see your content, especially with the algorithm changes they’ve been making recently, which impacts business content even more, unless you pay to promote your posts.

Twitter, however, is composed of one consistently streaming news feed of content/tweets, no restrictions applied. As people who follow your business Twitter account follow more people and businesses, their stream also becomes noisier. It can be easy for your content to get lost in the mix.

On the upside, the search function within Twitter is more robust and is utilized more often than Facebook. If you’re tweeting information people care about, the likelihood that it will be found is much greater via Twitter.

BUSINESS VS PERSONAL

Another key difference between the two largest networks centers around business and personal accounts. Unlike Twitter that lets all the accounts commingle, Facebook makes a definite distinction between business and personal. This can be an issue because your business page cannot proactively connect with individuals with personal profiles. Individuals have to first like your page and you still can’t reach out to them directly unless they message you first. This is not the case with Twitter, as you can follow pretty much anyone as long as they haven’t blocked you or have a protected account.

STAYING POWER

One of the key disadvantages of Twitter is the speed at which the information flows. Depending on how many people you follow, a tweet can literally stay in your feed for mere seconds (though it can also be turned into a huge advantage in terms of negative publicity) but that is how Twitter works. And there isn’t any way for the ‘good’ tweets to rise to the top, unless you pay to promote a tweet.

With Facebook, if your content is really good and a lot of people interact with it via likes, comments and shares, it’s possible for your post to have a longer news feed shelf life. And if your community shares it, there’s a higher probability that it’ll be seen by people you aren’t connected with. This is true, however, with retweets on Twitter.

AD PERFORMANCE

Actual ad performance is a tough metric to track, especially since the metrics the two networks release to the public differ. For example, we know the average CPC on Facebook is $0.50, but Twitter doesn’t release that data.

AdWeek tells us that engagement rates (which includes favourites, re-tweets, replies, clicks, etc.) for Twitter ads can be as high as 1-3%, which is much higher than Facebook’s average CTR of 0.119%. In this respect, Twitter has already mastered the issue that Facebook has been trying to correct with its in-stream Sponsored Stories ads; Promoted Tweets are, by nature, in-stream. Advertisers will notice a significantly higher CPM on Twitter, at $3.50, compared with just $0.59 on Facebook.

We can make an apples-to-apples comparison on revenue per visitor, which clearly goes to Facebook with $0.93 compared with $0.44 on Twitter. Of note, though, is that Twitter’s RPV (Revenue Per Visit) has grown exponentially year over year (YOY), with a 300% gain, while Facebook’s RPV growth is much smaller at just 39%.

We also found that Facebook has lost ground in share of social referred visits, with a 20% decrease YOY, bringing it to 62%. However, that still beats out Twitter’s paltry 6.8% share of social visits, though it’s increased 258% this year.

Twitter touts its Promoted Trends product, reporting a 22% lift in brand conversion and 32% lift in retweets. They’re pricey, though, and this is not a product for SMBs; at up to $200,000 a day or more, Promoted Trends are a big brand advertising tool.

Facebook Ads, on the other hand, are still hit and miss with performance largely affected by vertical. The average CPC for alcohol brands, for example, is 45% higher than the average across verticals (PDF), while gaming brands enjoy a 40% lower CPC.

Overall, AdAge ranks Google the most important advertising platform in terms of ROI, followed by Facebook and then Twitter.

MOBILE AD PERFORMANCE

Twitter has an inherent mobile advantage, because Promoted Tweets are in-stream and therefore look and feel natural for mobile users. Facebook Ads in the right rail don’t even exist on mobile apps, which is a huge missed opportunity for advertisers.
Whereas Facebook has just one native ad format in its app (the App Promotion Ad), Twitter ads show up both on desktop and mobile. In this regard, we see a distinct advantage for Twitter. So it must own the mobile ad space, right? Not even close. In 2013, Facebook had 15.8% of Mobile Ad market share (41% of Facebook revenues), while Twitter had only 1.83% of the total Mobile Ad market share which accounted for 50% of its revenues.

AD FORMATS

Facebook has had to work hard at simplifying its ad offerings for marketers, and it announced big changes in June 2013, when it promised to cut the number of ad formats by more than half by the end of the year.
Facebook’s ad formats now include the following:

  • App ads
  • Domain ads
  • Mobile app ads
  • Offer ads
  • Page-like ads
  • Page post link ads
  • Page post photo ads
  • Page post text ads
  • Page post video ads
  • Sponsored stories

Ad formats on Twitter have always been simpler; it offers just three products: Promoted Tweets, Promoted Accounts, and Promoted Trends.

CONCLUSION: NO BIG WINNERS HERE

When considering tracking, analytics, and measurement, marketers are thirsty for more across both platforms. Brands still struggle with multitouch attribution and with placing an accurate dollar value on each social interaction, whether organic or ad-induced.

In summary, we can’t in good conscience recommend either Twitter or Facebook advertising as a good direct response (lead generation) marketing tactic. The intent just isn’t there compared with search.

Facebook and Twitter are great for brand awareness, content marketing, and other soft sales tactics. Use them to build relationships, educate consumers, and engage fans—if you have budget for these types of activities. Both have a lot of work to do to prove their value to advertisers.

Advertisers should go into social advertising on Facebook and Twitter with clear goals, an open mind, and a willingness to pull the cord if it’s just not working out.

Twitter is for Real time communication, enhancing customer services etc, BUT CLEARLY not about Recent TRENDS. Though the execution part of customer service has to be offline but a company can enhance the experience of it through social media. And not only customer service, so many other thing about the company.

Facebook on the other hand offers the advantage of authentic connections and profiling. The amount of information Facebook provides about users is really valuable. No other platform can provide such kind of user information other than Facebook. BUT that does not mean Facebook is for MASS Markets. NO it is not. If you want to go for Mass Markets, don’t go for Facebook just because it has more than a billion users. Instead use some other media for Mass Marketing.

 

 

 

PITFALLS IN EMBRACING SOCIAL MEDIA MARKETING.

 

Social media (SM) enables two-way communication and collaboration. Organisations can (and have) utilised it to great success building a competitive advantage, generating business and engaging with their customers on a more personal level.

According to KPMG, this two way communication increases opportunities to connect with customers and prospects but also increases risk, especially as corporate regulators and bodies (such as ASIC, ACCC and the ASX) are already announcing compliance requirements and guidelines with respect to social media use.

KPMG classifies risks in social media marketing under 3 categories:-

  • Operational risk can involve copyrights, employee non-compete and confidentially agreements, monitoring employees on social media, who ultimately ‘owns’ the content you post on LinkedIn, Facebook, Twitter, etc.
  • Regulatory risk is all about ‘public-company disclosures’ and what official information is made public, when and by whom. If you tweet ‘great numbers’ before your actual numbers are released, what disclosure rules have you just broken?
  • Reputational risk may be dealing with what you or your employees say online as much as what others say about you (and how you react to that).

 

The noise about using social media as a means to grow your business has become so constant it almost blends into the background at this point. With Facebook, Twitter, and LinkedIn pushing their advertising platforms and Google+ touting better search optimization, it’s inescapable.

Social media offers any business tremendous upside but at the same time, if it is not managed properly, it opens a company up to enormous risk. One inappropriate tweet or Facebook post can cause irreparable damage, but should this stop companies from integrating social media into their business?

Steve Nicholls, author of the best-selling book “Social Media in Business,” (techxb.com) believes that any form of progress comes with risk and the key is to identify them and overcome them. In today’s digital culture, the greatest risk of all is not to embrace social media because your competitors will be.

Some of the major risks as outlined by different advisory companies are as follows:-

  1. REPUTATION MANAGEMENT: Social media may cause a risk to a company’s reputation by creating negative publicity. Legal issues may perhaps arise if a company gives an inappropriate comment about another company on a social media platform for instance.
  2. SECURITY ISSUES: There is always a risk of hacking, spy-ware and bugs amongst others. This means that there is a risk of having confidential company information leaked outside the company.
  3. ENGAGING IN TWO-WAY DIALOGUE AND POTENTIAL CRITICISM: While social media allows a company to interact directly with customers in real time, it also gives those same customers a public platform to voice dissatisfaction.
  4. TRUST AS PART OF THE CULTURE: In order for employees to use social media in a successful way for the company, trust is a prerequisite. Not having that trust as part of the organizational culture can present a risk when it comes to social media.
  5. WASTING COMPANY TIME: Social media can be addictive and there is a risk that employees will spend too much time on it, compromising their work and thus the organization’s business operations.
  6. NEGATIVE USERS: One of the problem with Social Media is that it attracts all sorts of people, even the negative and malicious ones. These negative elements include spammers, scammers, trolls and all other sorts of malicious individuals all out to do harm to your online reputation. These includes negative comments which, while most are truly valid feedbacks, some are just intended to spread negativities against your brand. Just as goodwill spreads fast, the changes for negative fire spread is also very high.
  7. LOSING CONTROL: What you publish online, especially through social media channels, can really go viral and spread like wildfire in the online sphere. This can prove beneficial for you if it generates positive results. On the other hand, you really have no control over what you publish online and everything is available for anyone – including negative and malicious elements online. They can use your materials to criticize you or spread erroneous information that will damage your online reputation. If not monitored well, social media can be difficult to manage- You need a powerful social media listening tool to be able to filter out relevant data for you.